My question is do the Terms of Service allow for the situation Wil Wheaton is explaining?
People all over the technology industry fall over themselves trying to predict what these companies are going to do. A lot of them fail. Changing the ToS is a big deal because its tangible and meaningful. Intent is hard to define and I don't think folks should get the habit of assuming a companies intentions.
I agree, as I mentioned in an above comment, I feel like the ads will be something like FB's promoted posts that show highlighted ads of things your friends like.
To me, this sort of ad in the IG stream using photos my friends took at restaurants/venues, saying that 'my friend recently went to X place' seems like a pretty engaging ad that I'd like to see. I already look at my friends' photos, so having one show up again promoting a restaurant I might like to go to wouldn't a big deal to me.
But as you mentioned, I just don't know what the TOS actually allows for, so I'm only speculating.
People all over the technology industry fall over themselves trying to predict what these companies are going to do. A lot of them fail. Changing the ToS is a big deal because its tangible and meaningful. Intent is hard to define and I don't think folks should get the habit of assuming a companies intentions.